Small businesses are used to getting buried in search results. Many small businesses don't know that a call to their agency can improve their standings by using a process called Search Engine Optimization. Especially for retailers selling online, getting on the first page of Google can prove tremendous results in sales.
Some easy changes you can make now:
*Yes, you have a catchy domain name, but does it tell people exactly what you sell? The reason being, search engines look for keywords in a domain name that are related to the products or services a user is searching for.
I, personally disobeyed this rule. When I'm stuck on something, that's it. I've wanted to use the name 'Rock Candy' since I was three years old. Always trust your instincts. I think through branding and more clever ways to optimize SEO, you should pick the name you want versus a name based on what Google will do. The easy road is not always the best one.
But if you are selling something such as baby gifts for example, having those words as part of your domain name will help SEO instantly.
*Also, I said I would never blog. I thought it was something narcissists did, until I tried it. And maybe I'm still a narcissist, who knows. But I learned that if you make your blog useful, people will come back. But mostly, people usually don't have time for reflection in our crazy world. When I blog, and think about a topic I knew nothing about when I first started in the industry, it just flows, and even I learn something that relates to the value of the services I provide. Look, you own your own business. Do what you are good at and trust the experts to do the rest. People aren't taught SEO in college, so don't feel like these are things you should know--seek help and you can find the time to do what you love. This just happens to be what I love (and yes, I seek therapy).
So try blogging--Google actually "sees" activity. Keep your blog on your own web site so that keywords in your blog give your rankings a boost. But don't just blog to blog, make it relevant, because when people comment that counts as "activity" to a search engine like Google.
Work with your agency to have them improve your SEO--they will check out more than what I just mentioned, including the keywords in the text, titles and coding on your site to make sure you get top billing.
That's all for today.
Friday, July 24, 2009
Sunday, July 19, 2009
Direct Mail: Your List is EVERYTHING
Recently, I was thinking about doing a direct mail piece for my own business. A few weeks into working until midnight, I thought to hold off. But it got me thinking, after handling/advising clients about HOW to best send out a mailer, the most important part wasn't being discussed. You can mail all day, waste all the postage you want, but if you don't reach the right demographic, your chances of making a sale or generating interest in your product/service is basically nil.
It's always best to use an agency (like mine) when garnering new business. But the more information you have (and they don't always ask for it), the better list you get. For example, if you own a new restaurant, best to target certain zip codes first. Seems obvious right? Well, how about if you target those zip codes AND reach people within a certain income range or age? Always think about what you want in these categories: Age, Income, Homeownership, and Home Market Value.
Zip codes: You can give your list broker the zip code for your restaurant, but also give them a radius of 5 miles (for example) to work within. Remember, after you get a number of targeted address from your agency, you can always change the radius to either increase or decrease the number of mailers you want to send. Better to work with more and narrow it down.
Now, let's go beyond age, income, home value and home ownership vs. renter--we can help you further target your list in relation to lifestyle (magazines they subscribe to for example), household size (children or no children) and marital status.
You can always combine this new targeted list with your own database depending on what your pitch is.
Let your agency do the legwork--the amount postage is these days, you can't afford not to.
It's always best to use an agency (like mine) when garnering new business. But the more information you have (and they don't always ask for it), the better list you get. For example, if you own a new restaurant, best to target certain zip codes first. Seems obvious right? Well, how about if you target those zip codes AND reach people within a certain income range or age? Always think about what you want in these categories: Age, Income, Homeownership, and Home Market Value.
Zip codes: You can give your list broker the zip code for your restaurant, but also give them a radius of 5 miles (for example) to work within. Remember, after you get a number of targeted address from your agency, you can always change the radius to either increase or decrease the number of mailers you want to send. Better to work with more and narrow it down.
Now, let's go beyond age, income, home value and home ownership vs. renter--we can help you further target your list in relation to lifestyle (magazines they subscribe to for example), household size (children or no children) and marital status.
You can always combine this new targeted list with your own database depending on what your pitch is.
Let your agency do the legwork--the amount postage is these days, you can't afford not to.
Thursday, July 16, 2009
Art Direction: Inspiration Always Comes First
What I wish I'd known: by Lindsay McManus, RCM contributor and design extraordinaire
Inspiration first.
As a designer art/director, you gotta start with inspiration/research.
First about the client/what they need/who they're targeting/what they want...then what the competition is doing -- and finally, (and arguably most importantly) get inspiration. Whether it be from music, from the great outdoors, a nice long run where you can think to yourself, sitting in a bookstore or looking at great design masters -- wherever or whatever it is, inspiration is vital. You MUST allow for time on each project to do your homework.
This will save time and money for both parties. You'll get your idea on the page faster, and it'll be what your client is looking for.
Simplify.
Design is simplifying. Get your ideas on a page, and then take away what doesn't HAVE to be there to make the piece make sense. This is especially true with logo design. Simplicity is the beauty of design. Conceptual, Strategic Simplicity...those are the three things that should go into EVERY project. Other adjectives change -- elegant, or bold/etc. Those adjectives depend on the client, the objective of the project/etc.
But if you are conceptual and strategic and then simplify -- you're guaranteed a winning piece.
Trust your instincts.
Be different/unique...even though it's "scary". That's what good design does. It makes you feel something. Go with it.
If it feels right, it IS right. Trust that.
Inspiration first.
As a designer art/director, you gotta start with inspiration/research.
First about the client/what they need/who they're targeting/what they want...then what the competition is doing -- and finally, (and arguably most importantly) get inspiration. Whether it be from music, from the great outdoors, a nice long run where you can think to yourself, sitting in a bookstore or looking at great design masters -- wherever or whatever it is, inspiration is vital. You MUST allow for time on each project to do your homework.
This will save time and money for both parties. You'll get your idea on the page faster, and it'll be what your client is looking for.
Simplify.
Design is simplifying. Get your ideas on a page, and then take away what doesn't HAVE to be there to make the piece make sense. This is especially true with logo design. Simplicity is the beauty of design. Conceptual, Strategic Simplicity...those are the three things that should go into EVERY project. Other adjectives change -- elegant, or bold/etc. Those adjectives depend on the client, the objective of the project/etc.
But if you are conceptual and strategic and then simplify -- you're guaranteed a winning piece.
Trust your instincts.
Be different/unique...even though it's "scary". That's what good design does. It makes you feel something. Go with it.
If it feels right, it IS right. Trust that.
Monday, July 13, 2009
Trade Shows ~ Know the Audience
By Autumn Moss, RCM contributor and trade show survivor
How do you decide which trade shows your company should have a presence at?
One of the key deciding factors should be based on the audience profile. Ask your Sales Team who they need to talk to at which points of the sale cycle and use this information when choosing an event.
A trade show should be able to provide you with at least this information:
· Titles/Level of Attendees
· Role in the decision making process
· Annual Budget
· Industry Sector
· Region
Tailor your presence to attract the attendees you want to speak with. From pre-show mailers, bag inserts, room drops, give-aways, signage, to what your booth staff is wearing are all things you can use to portray your corporate message to the audience and to draw them to your booth.
And once you have them at your booth know how and what to ask them – bring seasoned Sales Representatives – to find out what they need, what their pain points are, budget, purchase time-frame, etc. Then write it down! There is no point asking all these questions if you can’t get the information to the Sales Rep back in the office. After the show they must know who to call and why.
You company is investing money, time, and resources to be at a trade show. Take the time to know your audience and tailor the experience to who you need to speak with, not just scan a lot of badges.
How do you decide which trade shows your company should have a presence at?
One of the key deciding factors should be based on the audience profile. Ask your Sales Team who they need to talk to at which points of the sale cycle and use this information when choosing an event.
A trade show should be able to provide you with at least this information:
· Titles/Level of Attendees
· Role in the decision making process
· Annual Budget
· Industry Sector
· Region
Tailor your presence to attract the attendees you want to speak with. From pre-show mailers, bag inserts, room drops, give-aways, signage, to what your booth staff is wearing are all things you can use to portray your corporate message to the audience and to draw them to your booth.
And once you have them at your booth know how and what to ask them – bring seasoned Sales Representatives – to find out what they need, what their pain points are, budget, purchase time-frame, etc. Then write it down! There is no point asking all these questions if you can’t get the information to the Sales Rep back in the office. After the show they must know who to call and why.
You company is investing money, time, and resources to be at a trade show. Take the time to know your audience and tailor the experience to who you need to speak with, not just scan a lot of badges.
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